CHLOÉ 074 BLACKWELL CLOSE 112 SELMAN & WELLDAY HOUSE 114 HOGAN MACAU 113 SELFRIDGES DESK 111 DEBEAUVOIR ESTATE 078 ARTIST STUDIO 028 MARION ROAD 052 PENHALIGON'S 020 DAVISVILLE ROAD 015 SOUTH BANK APARTMENT 038 CÉLINE POP-UP STORE 045 CHLOÉ POP-UP STORE 105 BAYSTON ROAD 018 BURBERRY S/S 19 054 CÉLINE LA RINASCENTE 041 CAIRO HOUSING 106 KING'S GROVE 026 BURBERRY A/W 19 057 ADDERBURY HILL BARN 049 ELSLEY ROAD 035 LEWES PHOENIX 076 AESOP WHITE CITY 060 ALLSAINTS 058 TORI ANN WALK 043 CHOWDHURY WALK 047 AESOP BATTERSEA 079 SOUTHWARK HOUSING 077 APL NEW YORK 090 PRIVATE SHOWROOM 066 HOLY CARROT 096
AJP Chloe 15

1View into site from WorldwideRead more

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2Interior perspective across the central volumeRead more

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3View towards the street frontageRead more

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4Spatial view through the primary circulationRead more

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5Interior view across the threshold conditionRead more

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6Perspective through the interiorRead more

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7View across the completed interior from WorldwideRead more

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8Interior perspective towards the entrance sequenceRead more

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9Detail view of the junction detailRead more

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10View along the material finishRead more

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11Axial view towards the joinery lineRead more

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12Sectional view through the perimeter conditionRead more

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13Oblique view across the ceiling planeRead more

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14Raking view along the floor datumRead more

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15Threshold view into the display wallRead more

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16View back towards the back-of-house transitionRead more

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17View into site from the central volumeRead more

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18Interior perspective across the street frontageRead more

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19View towards the primary circulationRead more

Al-Jawad Pike collaborated with Chloé to create a store refresh concept to be implemented globally across several store locations. Responding to the theme of ‘a Home away from home’, our concept is driven by a desire to create a domestic scaled space inspired by South American modernism. Devoid of ornament, our approach adopts a geometric arrangement of panelled walls that modulate and link different rooms and provide flexible display with plug-in shelves and hanging rails. 

The concept employs a palette of sustainably sourced materials derived from nature; rammed earth façades, terracotta floors and plinths, cane panels, clay walls and oak joinery combine to create intimate spaces that provide tactility and warmth. The concept of home is further revealed by treating product display elements as traditional furniture, with expressed joints that convey an honesty towards woodcraft and construction.